Seriously, this is way out in left field, but I had this idea because I like to take long "bathroom breaks" at work and **** around on my phone.
What if FFXIV has some sort of mobile component? I know not everyone has a phone capable of this sort of thing, but I'd wager that at least 70% of FFXIV players will have a smart phone (Android, iPhone, Palm, BlackBerry, etc) and there could be some simple tie-in game that allowed you to, I dunno, earn a few gil, or maybe some other little item, while away from the game.
Sure, it's totally obsessive, and the fact that I want to be playing the game even when I'm not playing the game is a little concerning. But I think this would be cool!